37 signs your content strategy sucks

37 signs your content strategy sucks

Yay for Friyay! Here’s something that’ll grab you by the short and curlies.

37 signs that your content strategy sucks:

  1. You’re dwelling on open rates instead of comments, replies and sales.
  2. You’ve never looked at your customer service records for inspo.
  3. You send boring emails.
  4. None of your videos have captions.
  5. You think a transcript is something you get in court.
  6. Everyone is responsible but nobody is accountable.
  7. It’s all sales sales sales.
  8. Customer care has nothing to do with your communications.
  9. You’ve got no reporting cycle, let alone an analysis and action cycle.
  10. Planning” means a spreadsheet of blogs.
  11. There’s no actual budget for things.
  12. You’ve got VAs in India writing everything and nobody checking it before it’s published.
  13. You think that robots can’t write better than humans.
  14. You treat content as a commodity.
  15. You don’t realise there are international standards for handling content.
  16. You’ve got no Voice guide, but nothing anyone writes for you sounds right.
  17. All your distribution channels are disconnected from each other.
  18. There’s no crisis management plan.
  19. Virtue signalling drives your marketing.
  20. You jump on every little trend that comes along.
  21. You’re drowning in annoying clients who just don’t fricken read.
  22. Your staff spend more time bitching about your clientele than innovating to solve your clients’ problems.
  23. Your staff are not allowed to make small changes to your website or intranet, even when those changes would immediately help other customers or prospects.
  24. You think audio only means podcasts, because you’ve forgotten about Alexa.
  25. You’ve got no content garbage man.
  26. Someone turned off the user tracks in your intranet because nobody looked at them.
  27. Your single “source of truth” has become your “hourly frustration of searching for ten minutes” just to find the right file.
  28. You think customer journeys are reactive and not built.
  29. You’ve never studied your user pathways.
  30. You think micro copy means font size 7px.
  31. You’re frightened of offending people.
  32. Everything is about preventing unsubscribes for you.
  33. You think QA means “questions and answers”.
  34. You take enormous pride in your FAQs.
  35. All of your discussions about your website revolve around how pretty it is.
  36. You think print is more environmentally damaging than digital.
  37. You think accessibility is for wheelchair-​bound folk.

I could go on (and on!), but I need to get some sleep.

Instead I’ll remind you to keep an eye out for my editorial support service launch pages.

Editorial support sounds like something you’d only buy if you were finicky about full stops and grammar. In fact it’s what you buy when your brand’s message is something about quality AND you care about how it’s perceived.

Your first month is free and tiers start at the el cheapo $97/​month.

To discover more about this golden gem, just send me a note.

~ Leticia “self-​appointed content Queen” Mooney

Leticia Mooney

The Brutal Pixie is Leticia Mooney. Race: Eladrin, Class: Publisher. --- Leticia is Australia's foremost authority on publishing in a business context. She ghostwrites for, and advises, entrepreneurial individuals in the professional services.

No Comments

Sorry, the comment form is closed at this time.